November 3, 2017

What’s Needed to Achieve Addressable

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by Michael Connolly // November 3, 2017

It’s time to move past the idea of “combatting the duopoly” and into how to build a solution, says Sonobi’s CEO.

There has been a lot of conversation and news about the shift towards people-based advertising, including the news of the comScore coming together, a recent announcement by a consortium of technology partners (beginning to show signs of trouble) and the AdExchanger interview on fighting the duopoly.As we read the rapid-fire industry news, we need to move past the idea of “combatting the duopoly” and into how to build a solution. Let’s consider what the duopoly has done well—and how we can apply that to a mutually beneficial and marketplace solution that works at scale.

Publisher data is key to the solution. The challenge remains in unifying it.The duopoly is able to offer an addressable media solution to support people-based advertising by using the vast amounts of logged-in user ID data available at their fingertips…